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Online grocery delivery sales increase in Georgia


The Goodwill supermarket in Tbilisi is the first outlet to introduce online grocery shopping deliveries in Georgia. Launched last month, in July 2011, sales have already exceeded expectations, despite it being the summer vacation period when Georgians typically leave the country. Already Goodwill has more than 500 daily website users.

Currently shoppers can purchase, for delivery, over 1,500 grocery products. This is expected to rise to 5,000 by the end of the year. The leading purchases at present, in the first month of sales, are meat and dairy products, and natural juices.

The delivery service is particularly popular with people living in the outlying city districts who find distance an issue in getting to one of Goodwill’s two stores. The reasons for the popularity in the delivery service include: convenience; can purchase any time; it avoids crowds and queues; and it saves time and money. It is also popular with country-wide and international shoppers for traditional Georgian food and non-grocery items such as household products.

Goodwill’s research on e-commerce showed that consumers would be 25-50 years and employed. And in the first month, this has proved to be accurate. From a population of 4.47 million in Georgia, there are 1.61 million 25-50 year olds. Currently there are 1.85 million individual internet users in Georgia. International shoppers will boost these figures.

Research also shows that online shopping has a 2% share of the total consumer market. The world’s leading online supermarkets have increased their sales by 19% in the last year, and Goodwill hopes to emulate this trend. They have already hired seven additional staff for the launch of their delivery service, and that’s good news for Georgia, with an unemployment rate of 16.3% (in 2010).
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